Vuse Ultra: Scaling Innovation from Screen to Scene

The Mission To deliver a seamless global launch for Vuse Ultra, the world's most advanced vaping device. The brief required a dual-engine approach: building a scalable, future-proof digital asset library while simultaneously crafting a premium physical presence for high-profile cultural moments.

The Innovation (Digital) I led the implementation of a "Digital Twin" pipeline, utilising a hybrid Gen-AI workflow to prototype the campaign's visual language (the "Flavor Orbs"). This allowed us to deliver over 1,000 hyper-realistic CGI renders and motion assets with unprecedented speed and consistency across markets including DACH, France, and APAC.

The Experience (Physical) The digital campaign culminated in a high-profile Spring launch event in Monaco around the F1 GP. I oversaw the creative production that translated our "Ultra Universe"concept into a tangible, immersive environment. From digital screens to physical installations, we brought the Vuse Ultra brand experience to life, creating a luxury touchpoint that engaged consumers and partners in one of the world's most exclusive settings.